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The piñata approach

The piñata approach

Driving products forward in this way is like blindfolding a team, giving them a stick and hoping they eventually will hit the piñata. The lucky ones might hit it at some point, but inevitably they will miss a lot of shots

Product teams using the piñata approach are not directed by insights from customer research — they are guided by opinions and solutions to problems that don’t exist.


151 reads


B2B research can be a bumpy road

As compared to B2C research, B2B research can be more difficult to conduct.

This is why the Sherlock Holmes approach is without doubt your best way forward in acquiring as much information as possible about your target customers from different sources. Spice up customer interviews with ...


67 reads

Know what problem you are solving and for who

Know what problem you are solving and for who

Before you conduct any customer research, you need to know what problem you are solving, who you are solving it for, and have a product idea. In any case, try to be as specific as possible on both your idea and your ideal customers.  


69 reads

The Sherlock Holmes approach

The Sherlock Holmes approach

Approaching your market, customers and competitors like Sherlock Holmes will give you significantly better chances of achieving product-market fit. 

You will approach your product idea with great curiosity and wonder, and investigate all signals as part of a bigger puzzle. ...


191 reads

Guide your product strategy with customer research

Customer research shouldn’t be done only in the beginning when you have an idea for a product, it should be done on a continuous basis. Customer needs change as new requirements are enforced, or as competitors offer new features.

The insights you get from doing more solid c...


44 reads

The three levels of customer research

The three levels of customer research

Customer research can be done on three different levels using the Sherlock Holmes approach: The macro, meso and micro level.

On macro level you’ll learn more about
• Market segment
• Market size
• Overall market trends

On meso level you’ll lo...


54 reads



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